Revolution: The Evolution of the Role...
New York, Apr 17, 2008
LOT 64
The Waterlily Fishbowl Display Rolex, circa 1960. An extremely rare window display.
USD 8,000 - 12,000
EUR 5,400 - 8,000
Sold: USD 13,200
White and green brass and enamel leaves and flower representing a water lily and dragonfly. In the center, a glass bowl featuring a watch stand surmounted by a Rolex logo and crown and stating on one side ?Exact Time? and on the other ?Heure Exacte?. Numbered 304. In very good overall condition
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Notes
To any Rolex watch or display collector, the fishbowl represents the rarest and
most desirable accessory. This eye-catching display would have been used
in a retailer?s window to show off the amazing water-resistance of Rolex watches.
The relatively small number made and the fragility of its glass bowl make this
the ultimate Rolex display. This is the first time such window displays have been
offered at auction.
The advent of the world's first waterproof and airtight wristwatch was promoted with Rolex?s first dedicated window display. On November 9, 1922, Rolex registered as 52986 an aquarium in which swam a number of fish and suspended in the water was the Rolex watch. In 1926, when the ?Oyster? was introduced, Rolex used the aquarium display prominently in jewelers shop windows to tout its ?Oyster? case. The plain aquarium display developed into the more elaborate fishbowl display which was mounted on top of a complex enameled themed motif with the watch totally submersed in water; a powerful image that would make the Rolex brand name unforgettable.
The advent of the world's first waterproof and airtight wristwatch was promoted with Rolex?s first dedicated window display. On November 9, 1922, Rolex registered as 52986 an aquarium in which swam a number of fish and suspended in the water was the Rolex watch. In 1926, when the ?Oyster? was introduced, Rolex used the aquarium display prominently in jewelers shop windows to tout its ?Oyster? case. The plain aquarium display developed into the more elaborate fishbowl display which was mounted on top of a complex enameled themed motif with the watch totally submersed in water; a powerful image that would make the Rolex brand name unforgettable.